The Lottery of Life

Client: Save The Children

Agency: Lowe Brindfors

With most advertisements being geared towards citizens living a "privileged" lifestyle relative to the rest of humanity, Save The Children puts this into perspective in their "Lottery of Life" campaign, picturing a modest, comfortable life on one side of a billboard, accompanied by harsh landscapes from presumably third world countries on the other side. It shows children running through mine fields and firing automatic weapons in an effort to raise awareness for the living conditions of children who are less fortunate, while also reminding the target audience of what they have to appreciate and pushing them to give back some of their good fortune.

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(page 50 in Goodvertising)